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Traction for Clos du Bois
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Related Topics: SAN FRANCISCO
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Traction was hired by Clos du Bois to maximize interactive media opportunities to engage with the Clos du Bois wine enthusiast, beyond a typical one-way brand impression.
SAN FRANCISCO (Map, News) - The Examiner showcases an advertising campaign by a local company.
Job: Maximize interactive media opportunities to engage with the Clos du Bois wine enthusiast, beyond a typical one-way brand impression.
Agency: Traction
Creative team: Michele Turner, creative director; Jim Reed, associate creative director; Renee Crawshaw, associate creative director; Kellie Okai, designer; Paul Giese, director of technology; Glenn Gallien, lead developer; Ben Wilkinson, account manager
The plan: Develop an online experience, KissandTell.com, where our target can easily connect with the approachable mystique of the Clos du Bois wine brand. The site launched Feb. 5.
The theme: Kiss and tell — your next kiss might be in Paris.
The concept: Within this experience, women can share their moments of embrace with an online community, enter a contest to win a romantic French getaway and acknowledge that they care about helping other women living with heart disease, the No. 1 cause of death for American women. For every e-card sent from the Web site, Clos du Bois will donate $1 to WomenHeart, a nonprofit dedicated to the support and advocacy of the 8 million women living with heart disease in the U.S.
Michele Turner
Age: 40
Position: Creative director
Background: More than 20 years’ experience in advertising, graphic design and interactive media.
What drove your development of the concept: “Clos du Bois had an opportunity to really own romance in a market full of lifestyle brands that have failed to evoke the passionate nature of wine. We brought this promise to life by allowing women to share unforgettable kissing tales.”
Working on next: Creating an online presence in the Facebook social network to stimulate conversation around the Adobe Education Designer and Developer Conference, March 2-4 in San Francisco.
Comments from Examiner Readers
6:58 PM MST on Mon., Feb. 11, 2008 re: "Traction for Clos du Bois"
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10:02 AM MST on Mon., Nov. 19, 2007
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Examiner Reader said:
Why is this PR piece considered news? Its free advertising and just plain lazy on the Examiner's part.
104 agree | 93 disagree
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Examiner Reader said:
Get some of the crime issue solved too
250 agree | 235 disagree
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Examiner Reader said:
China needs to do more to promote the Olympics. All this talk about toys. I am glad that someone is finally promoting travel to China. I have been there twice and loved it. Great job, guys.
357 agree | 266 disagree
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Jay Dasker said:
Very nicely done! There is not a lot of agencies that have a beautiful and fresh looking web site like yours. Kudos to your team! Jay
519 agree | 295 disagree
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Examiner Reader said:
“We want to sound the alarm that AIDS is a serious problem,” said Rebkha Atnafou, director of The After-School Institute. “We need to stress the gravity of this situation.” I pray you can get SOMEONE to SOUND THE ALARM! We hear hours of babble on the media about bird flu, one or two people with TB, etc. but hardly ever hear about HIV/AIDS. The government as usual thinks it can be solved by throwing money at it. Someone said, The more we treat it, the more we will have to treat. Money will not wipe out AIDS....treatment will not wipe out AIDS. A monumental change in behavior is the only answer.
647 agree | 433 disagree
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THE Examiner Reader said:
Very well done, my cellphone rang when I was in a meeting, and it was Chris Angel! I couldn't quite believe it! I was smiling all day! Kudos to youdos EVB, infact, I'll go one better, EVB= Everyone's Very Brilliant!
563 agree | 429 disagree
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Examiner Reader said:
This is a laugh. This event was poorly marketed. I tried and tried to find some mention as to whether this event was taking place in 2007, but with no avail. There is nothing on the World Wide Web, including on the link that is mentioned in the article. I work in the area around Woodrow Wilson Plaza and have not seen any posters, brochures,, etc. Also, I am on the email list from past years and have not received any notice at all. This article is the first I have seen mention of the event.
634 agree | 429 disagree
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Examiner Reader said:
uh, folks the "spot" is at the top...duh!
546 agree | 459 disagree
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Examiner Reader said:
Why aren't we able to view the spot? Get with it Examiner!
479 agree | 445 disagree
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Examiner Reader said:
nice stuff! great campaign.
583 agree | 447 disagree
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Examiner Reader said:
hog wash!
807 agree | 487 disagree
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